From First Brief to Full Rebrand: The Deepcrawl Journey

Lumar, formerly Deepcrawl, is a website intelligence platform which has grown from a technical SEO solution as Deepcrawl to a sophisticated enterprise-scale website intelligence platform with a global client base. I worked alongside the marketing team as Graphic Designer for nearly 2 years, since the earlier days of Deepcrawl through its rebrand and forwards.

At the beginning of our collaboration, Deepcrawl had just undergone a rebrand to adopt a more modern and fresh style and was looking for a designer to help apply this new visual language across its assets.

What started as a brief collaboration over one mini-project gradually spread over two years, with a scope of work growing with each project.

Beyond applying the new brand identity, I also helped the marketing team realize the new brand by translating complex SEO and digital marketing concepts into compelling visuals.

To do this, I benefited from abstract representations as well as realistic imagery to make the themes and topics the brand was dealing with more accessible and appealing to a wider audience. Incorporating these visuals into the brand collateral enriched the brand’s context and provided a richer narrative, further reinforcing the brand's thought leadership.

The brand-new identity of Deepcrawl needed to be communicated and reinforced across all brand assets via all the internal and external content the company was producing. The eBook format was perfect for this, as it showcased technical expertise and provided in-depth insights in a visually clear and direct way—true to the Deepcrawl style.

I created more than a dozen eBooks in collaboration with the marketing team for the Deepcrawl brand, ensuring consistency and simplicity throughout each design.

Events Having had deep ties within the industry, Deepcrawl had been committed to organizing and attending events that promoted dialogue with professionals about industry-relevant topics.

To help these events gain recognition among the brand's audience and reinforce the brand’s presence, I designed various types of promo assets, ranging from digital banners to physical stand designs, depending on the size and purpose of the events.

Social and campaigns I also contributed to the company's communication efforts on social media by designing visual assets for thought leadership, community engagement, product communication, and paid campaigns.

I enjoyed working with the Deepcrawl team, especially as I started to understand the brand context more deeply with each project. Our collaboration expanded during the company's second rebrand, where we focused on bringing the new identity to life and setting the brand in motion.

Explore how the Deepcrawl brand evolved here.